Pet insurer Petplan has a new CEO; Wharton-grad founders replaced by a TV executive
In a statement, Hill says Guyardo “was tapped to drive massive growth for Petplan,” one of a handful of
The new boss, a
“Back then, everyone was concerned about big 30-second TV commercials," Guyardo recalls. "But I stumbled onto data. I realized we had this great database of our customers -- we had (a record of) every call they make, every transaction they do, how frequently they call us, what they purchase.”
He studied consumer moves like an old-time stock trader scrutinizing ticker tape for market signals. “People who bought pots and pans, if you didn’t reach out to them with a promotional offer, you’d never see them again. And then people who bought jewelry, cosmetics, apparel, they would come back again and again, you didn’t need to give them any promotion. For them, we created the auto-replenishment programs" with automatic new offers based on their buying patterns.
“This is ho-hum today, but it was state of the art back then,” Guyardo added. "I’ve now been in direct-to-consumer all my life. You can measure everything you do, and base your decisions on what the consumer tells you -- from analyzing the data.”
From HSN he became chief revenue and marketing officer at DirectTV, then owned by Fox boss
He served a stint as chief marketing officer at Kmart, and was until last year chief commercial officer at Discovery television, where he brags of quadrupling subscribers to its European sports service, to a million, and adding nine popular TV-streaming apps.
At
As far as he can see, insurance “operates exactly like a direct-to-consumer subscription service. We decide our cost per (customer) acquisition. We have to target, not just all pets, but the puppies, and certain breeds that tend to stay in the program longer. It’s exactly the same skill set” as in TV sales.
“Everything I learned selling direct TV and sold at Discovery can be applied to this business as well.” In pay TV, where Guyardo competed against Comcast and
Guyardo is moving his family here. He served for the past few years on the board of a
The Ashtons were avid pet owners and instituted a policy of encouraging staff to bring well-behaved animal companions to work. That policy continues. The Guyardos own a Shichon -- Huncho, named by his son and his pals for the rapper Huncho Cuervo.
Guyardo says it’s a switch to leave pay TV -- “raiding Comcast and
With more than 180 million uninsured dogs and cats in
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